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Search is splitting in two. There is the familiar list of blue links, and there is the answer an AI engine writes for someone before they ever click. GEO — generative engine optimization — is the work of being the source that answer is built from.
Why it matters
Traditional SEO gets you ranked. GEO gets you cited. The two overlap, but they are not the same job, and treating them as one is how brands quietly lose ground inside AI Overviews, ChatGPT and Perplexity.
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